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Migration guide · Marketing Automation

Marketo to HubSpot migration

Adobe Marketo EngageHubSpot Marketing Hub

Short answer

Moving from Marketo to HubSpot Marketing Hub migrates contacts, consent, lists, forms, emails and scoring into HubSpot, rebuilds programs as workflows and, where Salesforce stays the CRM, reconnects marketing through HubSpot's native Salesforce connector.

Why firms make this move

Firms leave Marketo for easier campaign building, integrated website and content tools, and lower administration effort. The key is deciding what to rebuild and what to archive: historical activity can be loaded as custom events with original timestamps or kept in a warehouse, rather than rebuilding every old campaign.

What moves

  • Contacts, consent and subscription status
  • Static and smart lists
  • Forms and landing pages
  • Email templates
  • Lead scoring and routing
  • Activity history as custom events or archive

How the data maps

FromTo
Lead / personContact
Smart listActive list or segment
Static listStatic list
Program / smart campaignWorkflow and campaign
Lead scoreLead score property
Activity logCustom events or archive

See the field-by-field map ↓  ·  Migration architecture ↓

What to watch out for

  • Opt-outs that must import before the first send
  • Activity already synced to Salesforce that should not be duplicated
  • Routing and lifecycle logic to rebuild
  • Marketo contract end date

How Vantage Point runs the migration

  1. Inventory programs, assets and integrations
  2. Configure HubSpot and the Salesforce connector
  3. Migrate contacts, consent and lists
  4. Rebuild forms, emails, scoring and workflows
  5. Load or archive activity history
  6. Authenticate sending domains and warm up
  7. Parallel run and cutover

Typical timeline

Typically 8 to 16 weeks, longer for large databases with years of history.

Frequently asked questions

Does Marketo activity history move?

Key history can be loaded as custom events with original dates, and the rest archived in a warehouse.

Can Salesforce stay the CRM?

Yes. HubSpot Marketing Hub syncs with Salesforce through the native connector.

Last reviewed October 2, 2026 by the Vantage Point team. Browse all migration paths

Migration architecture

How data flows: Marketo to HubSpot migration

CRM Middleware / connector layer Connected system
What syncs between systems
FromToWhatDirectionTimingHow
MarketoHubSpotvia Export & map People, lists & subscription status → one-way test loads, then cutovermigration tooling
Data warehouseHubSpot Historical activityFlag imported history so the Salesforce connector does not sync it on. → one-way at cutoverimport
HubSpotSalesforcevia HubSpot–Salesforce connector Leads, contacts & selected activityReplaces the Marketo–Salesforce sync. Connect the sandboxes first to test filters and field mappings. ⇄ two-way real-timenative connector
ON24HubSpot Webinar registrations & attendanceReplaces the ON24–Marketo sync. → one-way schedulednative connector
HubSpotData warehousevia ELT (e.g. Fivetran) or HubSpot data sharing Contacts, email activity & campaign dataReplaces the Marketo feed to the warehouse. Agree the new schema with the warehouse owner early, so reports built on Marketo tables are not extended further only to be rebuilt. → one-way scheduledmiddleware

A typical pattern, simplified. Your design depends on licenses, data ownership and volumes, which we settle in discovery.

Field-level map

Marketo to HubSpot: field by field

18 mappings we start from on this migration, 15 of which need a transform, a lookup or a decision. Every project gets its own signed-off version; this is the baseline.

FromToHowNotes
Marketo personEmail / name / custom fields Contactemail / firstname / lastname / properties req direct
Marketo personRecords deleted in Marketo that still exist in Salesforce ContactMarketing contact status manual review Deleting a person that still exists in Salesforce brings it back on the next sync, often with gaps. Set it to non-marketing in HubSpot instead, so history stays and it is not emailed or billed.
Marketo personUnsubscribed / marketing suspended ContactSubscription status req manual review Load before the first send.
Marketo personUnsubscribes for brands that share one database ContactSubscription types per brand manual review When two brands share one contact database, give each brand its own subscription types, sending domain and preference center, so unsubscribing from one brand does not opt the contact out of both.
Marketo personLead score ContactCustom score property manual review Rebuild scoring in HubSpot.
Marketo personDuplicate fields holding the same data ContactSingle property derive Use the migration to merge duplicate fields into one property. Pick the value by a fixed rule (most recent or first non-blank) and retire the extra fields in Salesforce too, or the connector recreates them.
Marketo smart listFilters Active listFilters rebuild
Marketo static listMembers Static listMembers direct
Marketo smart campaign / engagement programFlows WorkflowActions rebuild
Marketo formHidden forms posted by custom site tools (calculators, gated tools) HubSpot formForms API submission + mapped properties rebuild Custom tools that post to a hidden Marketo form must be re-pointed to the HubSpot Forms API. Map every posted field to a property and recreate any follow-up email the tool sent.
Marketo formForms embedded on website pages (fields, hidden fields, routing rules) HubSpot formForm fields + embed code rebuild Build and test the HubSpot forms first, then swap the embed code page by page. Before the swap, send a test submission through every routing branch and confirm owner assignment and the Salesforce record. Keep the old embed code saved so rollback takes minutes.
Marketo programProgram membership CampaignAssets and attribution manual review
Marketo email / landing pageAssets Marketing email / landing page— rebuild
Marketo landing pageSubscription center / preference page Subscription preferences pageSubscription types rebuild Create the subscription types first, then build the preferences page in HubSpot. Marketo landing-page code does not carry over.
Marketo email templateTemplate HTML with Marketo editable-region markup Email templateDrag-and-drop or coded template with modules rebuild Marketo template markup is proprietary and does not import. Convert one template as a test, then rebuild the rest as HubSpot modules.
Marketo Design StudioImages and documents File managerFiles direct Move a curated set (logos, headshots, email images), not the whole library, and re-point links in emails and pages. To update a document later, use Replace in HubSpot so its URL stays the same.
Marketo tokenProgram tokens Personalization tokens / HubL— rebuild
Marketo activity logForm fills, email opens and clicks, web visits Timeline (imported history)— manual review Activity history does not migrate natively. Import what you need from a warehouse or export, and mark it (migrated flag or cutoff date) so the HubSpot–Salesforce connector does not push old activity into Salesforce.

Field names are the platforms' standard API names; your org's custom fields are mapped during discovery. What the "How" labels mean

How labels
direct
Value copies across unchanged.
picklist map
Each source value is mapped to a target value.
lookup
Matched to an existing record, such as a user by email.
association
Becomes a relationship between records, loaded in a later pass.
derive
Calculated or cleaned during the load.
split / concat
One field becomes several, or several become one.
rebuild
Configuration or automation that is rebuilt rather than moved.
drop
Not migrated, deliberately.
manual review
Needs a decision with your team before the load.